The scale goes from 1-10 where 10 is the best possible score and 1 is the worst. Your score will transform into a multiple for your bids.
So basically, you get a discount if your Ads are relevant and you get an addition if they are irrelevant.
This have a huge impact on how well your Search Ads are performing, let’s take an example.
If you have the keyword “SEM” where you have a Quality Score of 1, and your competition have the same keyword but with a Quality Score of 10 your CPC needs to be more than 10 times as high to rank above them.
Estimated impact based on $1 CPC
Your Quality Score is based on three factors
- Expected clickthrough rate
- Ad relevance
- Landing page experience
A low QS on a lot of keywords is not necessarily a bad thing, some words might be worth to bid on even with a low QS – and if you want to analyse your account you should do an analysis of the QS on the words you have clicks on.
A big database of keywords also equals a lot of data to learn from, if your QS is low you have room to improve, and to get even more out of your search engine marketing.